This document provides an overview of a webinar on getting the most out of Google Analytics. The webinar covers setting up views and filters in Google Analytics, configuring goals, using content groups, creating annotations, shortcuts, and dashboards. The webinar aims to help users start analyzing data to determine top traffic sources and pages, conversion paths, and opportunities to improve low-converting pages.

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WEBINAR: EPISODE 02
Analytics
How to start getting the most
out of your Google Analytics
WITH: CHRISTINA SANDERS

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4. 4Presentation Topic // Presenter’s Name
Motion
Graphics
Analytics
PPC
Content
Marketing
Reputation
Management
Copywriting
SEO
CRO
SMM
Development
UX Design
Email
Marketing
Video
Production
Graphic
Design

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Advanced Google Analytics

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...full functionality and
customizability of
Google Analytics.

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...to make you more
effective and efficient
at your job (i.e.,
monthly & quarterly
reports).

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What it is not...
● Tutorial on Google Analytics Tool
● On-site tracking setup

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https://support.google.com/partners

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Strategies, not specifics.

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Christina Sanders
Enterprise Campaign Manager
/chsanders
@ChristinaHSan

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Google Analytics

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78%
of executives don’t believe that marketers are focused
enough on results to truly drive incremental customer
demand

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“In God we trust; all
others bring data.”
-W. Edwards Deming

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The Good News

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Creating data-driven
marketing campaigns
doesn’t require a data
science degree

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Monthly reports don’t
have to take hours to
compile

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Sold? Let’s get started

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Views

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A view is a subset of an
Analytics account
property that can have
its own unique
configuration settings

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Views
● Each property in Google
Analytics can have up to 25 views
● Each view can have customized
filters, segments and goals
● Every Google Analytics property
should have at least 2 views
○ Unfiltered View
○ Master View

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Views
● Create a new view under Admin>
View DropDown Menu> Create
New View
● Other Applications for Views
○ Segment Subdomains
○ Customization by Team
○ Tests

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Filters

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Filters limit or modify
data in a specific view

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Filters
● Filters remove designated data
before it is added to the Google
Analytics dashboard

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Filters
● Filters remove designated data
before it is added to the Google
Analytics dashboard

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Filters
● Filters remove designated data
before it is added to the Google
Analytics dashboard
● Always maintain an unfiltered
view, so you don’t lose any data

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Filters
● Filters remove designated data
before it is added to the Google
Analytics dashboard
● Always maintain an unfiltered
view, so you don’t lose any data
● Once data has been filtered you
cannot get it back

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Filters
Common Applications
● Filter Your Own IP Address

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Filters
Common Applications
● Filter Your Own IP Address
● Filter Agency’s IP Address

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Filters
Common Applications
● Filter Your Own IP Address
● Filter Agency’s IP Address
● Filter Referral Spam

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Filters
Common Applications
● Filter Your Own IP Address
● Filter Agency’s IP Address
● Filter Referral Spam
Best Practices
● Descriptive Filter Name
○ ABC Company IP
● Filter Verification

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Goals

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Goals indicate a user
has completed a
desired action

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Which campaign is
driving the most
revenue?
What are the
pain points in
my buying
process?

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Goals
1. Ecommerce
2. Goal Conversions

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Goals
1. Ecommerce
a. Connect to shopping cart
via a plugin
2. Goal Conversions

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Goals
1. Ecommerce
a. Connect to shopping cart
via a plugin
b. Enable eCommerce
tracking
2. Goal Conversions

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Goals
1. Ecommerce
a. Connect to shopping cart
via a plugin
b. Enable eCommerce
tracking
2. Goal Conversions

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Process
1. Goal Planning
a. Map Macro and Micro
Goals to Groups
b. Destination URLs
c. Event Tracking
d. Value
2. Google Analytics
a. Setup
b. Verification

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Goal Planning
1. Every Google Analytics Goal is
automatically placed in a group

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Goal Planning
1. Every Google Analytics Goal is
automatically placed in a group
a. This group cannot be
changed later

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Goal Planning
1. Every Google Analytics Goal is
automatically placed in a group
a. This group cannot be
changed later
2. Map Related Goals to the Same
Group

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Goal Planning
1. Every Google Analytics Goal is
automatically placed in a group
a. This group cannot be
changed later
2. Map Related Goals to the Same
Group
3. Macro Conversions
a. Purchase
b. Free Trial
c. Content Download
4. Micro Conversions
a. PDF Downloads
b. Watch Video
c. Pricing Page

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Goal Planning
1. Every Google Analytics Goal is
automatically placed in a group
a. This group cannot be
changed later
2. Map Related Goals to the Same
Group
3. Macro Conversions
a. Purchase
b. Free Trial
c. Content Download
4. Micro Conversions
a. PDF Downloads
b. Watch Video
c. Pricing Page

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Goal Planning
1. Every Google Analytics Goal is
automatically placed in a group
a. This group cannot be
changed later
2. Map Related Goals to the Same
Group
3. Macro Conversions
a. Purchase
b. Free Trial
c. Content Download
4. Micro Conversions
a. PDF Downloads
b. Watch Video
c. Pricing Page

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Goal Planning
1. Destination Goals
a. Require a unique thank
you page for each goal

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Goal Planning
1. Destination Goals
a. Require a unique thank
you page for each goal
2. Value
a. Actual
b. Average
c. Relative

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Goal Planning
1. Destination Goals
a. Require a unique thank
you page for each goal
2. Value
a. Actual
b. Average
c. Relative
3. Event Tracking
a. Track clicks on a specific
location
b. Generate unique
JavaScript Code

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Event Tracking

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Event Tracking

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Goal Planning
1. Destination Goals
a. Require a unique thank
you page for each goal
2. Value
a. Actual
b. Average
c. Relative
3. Event Tracking
a. Track clicks on a specific
location
b. Generate unique
JavaScript Code

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Goal Setup
1. Go to Admin
a. Goals
b. Create a goal

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Goal Setup
1. Go to Admin
a. Goals
b. Create a goal
2. Give the goal a descriptive name
a. “Free Trial Signup”
b. “Analytics Cheat Sheet”
3. Select Goal Type

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Goal Setup
1. Go to Admin
a. Goals
b. Create a goal
2. Give the goal a descriptive name
a. “Free Trial Signup”
b. “Analytics Cheat Sheet”
3. Select Goal Type
4. Goal Details
a. Equals To
b. Begins With
c. Regular Expression
5. Value
6. Funnel
7. Verification

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Goal Setup
1. Go to Admin
a. Goals
b. Create a goal
2. Give the goal a descriptive name
a. “Free Trial Signup”
b. “Analytics Cheat Sheet”
3. Select Goal Type
4. Enter Event Values from planner
5. Verification

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Start Analyzing
● Which traffic sources drive the most conversions?
● Which landing pages drive the most conversions?
● Which sources/pages drive the most valuable conversions?
● Are there high-traffic pages that could convert better?
● What’s the most common conversion path?

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Content Groups

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A content group is a
collection of content
that would naturally be
grouped together.

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Content Groups
1. Creates a new dimension in
Google Analytics
2. Quickly pull aggregate metrics
for related groups of content
3. Measure impact of overall
campaigns
4. Create up to 5 “content
groupings” per view
a. Create content groups
within each grouping

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Setup
1. Under “Admin” Select Content
Grouping
2. New Content Grouping
3. Configure the grouping
a. Tracking Code
b. Extraction
c. Rule Definitions

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Setup
1. Under “Admin” Select Content
Grouping
2. New Content Grouping
3. Configure the grouping
a. Tracking Code
b. Extraction
c. Rule Definitions

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Setup
1. Under “Admin” Select Content
Grouping
2. New Content Grouping
3. Configure the grouping
a. Tracking Code
b. Extraction
c. Rule Definitions

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Setup
1. Under “Admin” Select Content
Grouping
2. New Content Grouping
3. Configure the grouping
a. Tracking Code
b. Extraction
c. Rule Definitions

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Notes
1. Rules are applied in the order
specified
2. Content groups do not apply to
historical data
3. Any given page can only belong
to one content group

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Reporting
1. Reports are located under the
“All Pages Report”
2. Change the Primary Dimension
to “Content Grouping”
3. Select Desired Content Group

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Annotations

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Annotations are small
notes that keep track of
important events

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Annotations
1. Click the arrow beneath the
graph in the Explorer
2. Click Create new annotation
3. Applications
a. Site Redesigns
b. Site Migrations
c. Analytics Errors
d. A/B Testing

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Bonus

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Shortcuts
1. Located under customizations
2. Create a Shortcut to any Google
Analytics report
3. Shortcuts Remember
a. Filters
b. Segments
c. Secondary Dimensions

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Dashboards
1. Create custom charts for
monthly reports
a. Use any dimension/metric
b. Apply filters
2. Quickly copy and paste all from
one place
3. Dashboard Templates
a. Ecommerce
b. Conversion

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1. Views
2. Filters
3. Goals
4. Content Groups
5. Annotations
6. Shortcuts
7. Dashboards
Google Analytics

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WEBINAR: EPISODE 02
Analytics
How to start getting the most
out of your Google Analytics
WITH: CHRISTINA SANDERS

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WEBINAR: EPISODE 03
SEO Metrics:
Which SEO metrics matter and
which do not
WITH: PJ HOWLAND
April 11
1:00 pm MST

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up@97thfloor.com

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